Message Effects Research: Principles of Design and Analysis

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Messages such as ads, speeches, news stories, school curricula, or even remarks made in a conversation, have distinct properties or effects. The study of these effects and their reporting as generalized claims is a primary task of communication research. In this fascinating and controversial new work, Sally Jackson critiques the methodology behind such claims and lays the groundwork for a methodological alternative. Central to this is the notion that methodology must be tailored to the special characteristics of a field's ...

Message Effects Research: Principles of Design and Analysis 1992, Guilford Publications

ISBN-13: 9780898623161

Hardcover

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